Consumers’ Beliefs About the Effects of Trade

Economists agree about the virtues of international trade, but consumers may not. Four studies showed that consumers are intuitive mercantilists, believing that imports are harmful and exports are beneficial. These effects led consumers to moralize imports and decreased willingness-to-pay. Framing transactions in terms of accounting identities reduced anti-trade beliefs.


Samuel Johnson, Jiewen Zhang, and Frank Keil (2019) ,"Consumers’ Beliefs About the Effects of Trade", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 671-672.


Samuel Johnson, University of Bath, UK
Jiewen Zhang, University of California, Davis, USA
Frank Keil, Yale University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Doing Worse by Doing Good: How Corporate Social Responsibility makes Products Less Dangerous

Linda Lemarié, University of Neuchâtel
Florent Girardin, University of Neuchâtel

Read More


Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

Read More


How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.